Challenge

Self-tanning brand, TanLuxe wanted to use digital media to increase brand awareness and drive website traffic to stockists including Amazon, LookFantastic, Sephora and SpaceNK, supporting key sales periods. 

Marketing Insight

We took learnings from successful tests that we had previously run for other brands within the Future Beauty stable of beauty brands such as Real Techniques and combined them with AI insights around interest categories tdetermine the right audiences to targetWe built a bespoke audience of beauty, tanning and skincare lovers and categorised interest from high to low which considered demographic, location, search, competitor and interest trends. With a sole business objective to support key stockists and increase retail sales, we knew we needed a hybrid approach to get the tanning drops at the front of the minds of beauty and skincare lovers and then target them with a different creative designed to drive conversions on the retailers sites 

Media Innovation

To get the most out of both the budget and in-engine optimisation, we decided to focus all our spend on one engine. We considered learnings from previous campaigns we had run for a sister brand which gave an indication of which channel was likely to be the strongest performer. This combined with the breadth and depth of audience interest data it offers, determined that Meta was the best channel choice for this campaign. We also advised that creative was video-led as we know this performs best to drive website traffic.  

We optimised week-to-week, monitoring the performance of both audiences and creatives and adjusting budgets where needed. We optimised our upper funnel campaigns to reach and video views and our response campaign to traffic. With a two-pronged approach of video views and traffic, we amplified influencer content coupled with product-led videos to increase consideration and push for sales. As the campaign continued to run, we shifted spend into the best-performing retailers. 

Accelerating Growth

Our campaign achieved 60% more clicks than we were targeted with and reduced CPCs by 53%.